Pope's favourite airline is the latest premium carrier to go budget

Alitalia, the Pope’s airline of choice, is the latest legacy carrier to scrap much of its premium offering to compete with the likes of easyJet and Ryanair.

The cash-strapped Italian flag carrier has announced its intention to start charging for seat selection, hold luggage and in-flight food and drink.

The airline, which just last year was given a stay of execution by investors and earlier this year made headlines for its cabin crew’s strikes over bathroom duties, says “radical measures” are necessary if it is to compete in the modern market.

Put simply, there is absolutely no alternativeAlitalia CEO Cramer Ball

“We will simplify air fares and offer customers the opportunity to purchase products such as seat selection, checked-in luggage and priority boarding throughout the booking process, and all the way up to the airport gate.

“On flights that are four hours or less we will introduce the buy-on-board concept that is not only commonplace with low-cost carriers but is happening more and more at traditional, network airlines.”

The airline said it planned to reduce costs by €1 billion (£870m) by 2019, while increasing revenue by a third.

“We must transform this business into a dynamic entity that is attractive to customers who have plenty of choice for their air travel needs,” added Ball, who said that the budget airline market share in Italy is 47 per cent, the highest in Europe.

“Consumers’ buying habits have been shaped by how low cost carriers sell their products.

“If we can’t compete throughout Italy and Europe against low cost carriers then we lose air travellers that connect onto intercontinental flights. Put simply, there is absolutely no alternative.”

Alitalia, which has been the go-to papal airline for overseas visits since 1964, is based at Rome’s Fiumicino Airport but flies to destinations around the world, including London, Birmingham and Manchester. It said, too, it plans to grow its number of transatlantic routes.

The Italian carrier’s plans mirror those taken by other traditional airlines in a bid to keep up with the growth of budget airlines.

British Airways this year began charging for food on all its short-haul flights, while the UK flag carrier has long been making plays for passengers looking for lower air fares. Last year, it announced a streamlining of its six existing ticket options down to three - Basic, Plus and Plus Flex - with the former offering the cheapest seat not including checked luggage, changes to flights or pre-selected seating. It first announced “no-frills” fares in 2013, trialling hand luggage-only tickets.